Arindah, Suci Ayu (2017) Pengaruh Atribut Produk, Harga Dan Kebutuhan Mencari Variasi Pada Keputusan Perpindahan Merek (Studi pada Konsumen Teh Botol Sosro di Kabupaten Mojokerto). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan penelitian ini yaitu : Mengetahui pengaruh atribut produk terhadap keputusan perpindahan merek, mengetahui pengaruh harga terhadap keputusan perpindahan merek dan mengetahui pengaruh kebutuhan mencari variasi terhadap keputusan perpindahan merek. Populasi yang digunakan dalam penelitian ini adalah masyarakat di Kabupaten Mojokerto yang mengkonsumsi Teh Botol Sosro, dengan menggunakan teknik pengambilan sampel purposive sampling maka jumlah sampel ditetapkan sebanyak 200 responden. Teknik analisis data mengguakan analisis regresi linier berganda. Berdasarkan hasil penelitian dan pembahasan yang telah dilakukan maka dapat ditarik kesimpulan sebagai berikut : Atribut produk berpengaruh terhadap keputusan perpindahan merek, hasil analisis menunjukkan bahwa dengan semakin meningkatnya atribut produk maka keputusan perpindahan merek akan mengalami peningkatan. Harga berpengaruh terhadap keputusan perpindahan merek, hasil analisis menunjukkan bahwa dengan semakin meningkatnya harga maka keputusan perpindahan merek akan mengalami peningkatan. Kebutuhan mencari variasi berpengaruh terhadap keputusan perpindahan merek, hasil analisis menunjukkan bahwa dengan semakin meningkatnya kebutuhan mencari variasi maka keputusan perpindahan merek akan mengalami peningkatan.
English Abstract
The Objectives of this study are to identify the influence of product attributes on brand switching decision, to identify the influence of price on brand switching decision, and to identify the influence of variety seeking on brand switching decision. The population of this study is people living in the regency of Mojokerto who consume Teh Botol Sosro. Using purposive sampling technique, 200 respondents are selected as the research sample. This study uses multiple linier regression analysis. The results of this study indicate that product attributes influence brand switching decision, in which the higher the product attributes, the higher the brand switching decision. Another finding shows that price is influential on brand switching decision, in which the higher the price, the higher the brand switching decision. The final finding shows that variety seeking determines brand switching decision. It implies that an increase in variety seeking is followed by an increase in brand switching decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/9/051801757 |
| Uncontrolled Keywords: | Atribut Produk, Harga, Kebutuhan Mencari Variasi dan Keputusan Perpindahan Merek |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 02 May 2018 07:26 |
| Last Modified: | 03 Nov 2021 02:35 |
| URI: | http://repository.ub.ac.id/id/eprint/10136 |
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